Relationship marketing is about understanding each customer on an individual level. It’s about being smart about the approach and doing mass scale marketing effectively.
Here’s an example. A sporting goods store can ask for the email address of a customer who buys a soccer ball when they check-out at the register, or on-line. They then send them to specific social media pages that create community around soccer through the voice of the store brand. The individual then receives special offers on soccer equipment via email and SMS messages. Through the integration of POS systems, databases and online marketing tools, the store can then flag customers who reach a certain threshold of spending on soccer equipment. Those customers would receive them special “VIP” opportunities like discounted soccer game tickets or special event invitations in conjunction with marketing partners. This solidifies the relationship between the business and the customer, building trust and brand loyalty.